eeetwell Founder recalls franchise’s ‘humble’ beginnings following London expansion

The opening of the first eeetwell outlet in St Julian’s “marked the commencement of an extraordinary voyage” for Ammar Soltan, the health-conscious franchise’s Founder and Managing Director.

Having recently inaugurated the first eeetwell in London, Mr Soltan took to LinkedIn to reflect on his “remarkable journey”.

“At the end of 2015, I embarked on a transformative journey—one that would reshape my perspective on cuisine and happiness,” he said of the decision to establish his own health-focused eatery.

“The inception of this enterprise was motivated by a deep-seated desire to offer authentic, health-conscious dining experiences. eeetwell aimed to be more than just a culinary destination; it promised a journey of nourishment and pleasure.”

The success of that first outlet helped Mr Soltan recognise that “potential was boundless”. It marked the “commencement of an extraordinary voyage” that saw that one single eatery turn into a “flourishing family of 20 outlets” across Malta, Belgium, Dubai and France.

“Venturing into international markets was a monumental challenge, one we wholeheartedly embraced,” wrote Mr Soltan.

Even as he saw his brand take root abroad, however, his heart “remained steadfastly set on a particular destination – the United Kingdom” – specifically, London.

“I have always regarded London as one of the world’s preeminent cities, and establishing eeetwell there was an aspiration I pursued tenaciously,” he said.

Doing so was not easy, involving “countless hours of meticulous planning, sleepless nights, and ceaseless effort,” according to Mr Soltan.

“Yet, every challenge encountered during this undertaking served to etch enduring memories,” he said, while “envisioning bustling outlets within the silent framework of architectural blueprints.”

London is certainly a major milestone, but eeetwell’s journey is “far from over,” continued Mr Soltan.

“I am reminded of the words of Steve Jobs: ‘The people who are crazy enough to think they can change the world are the ones who do.’ I am on a mission to change the way people think about food.

“Together, let’s continue to make the world a healthier and happier place, one nourishing meal at a time.”